Plan de marketing aplicado a Comercial Tapia en la ciudad de Guayaquil periodos 2022-2027.

Abstract

The objective of this work was to design a marketing plan for Comercial Tapia to improve its competitiveness in the retail sector in the city of Guayaquil. In this sense, this plan was necessary to counteract the threat of disappearance of micro and small businesses dedicated to the activity of selling mass-consumption items by large retail chains. For this objective, a case study methodology was proposed with a quantitative approach. In the literature review, it was possible to verify how retailers have applied marketing strategies to improve their competitiveness in other countries of Latin America. In addition, the theory of administration will be addressed to give theoretical support to this work. On the other hand, theories such as the Canvas business model were addressed, which provided the necessary tools such as finding the target customer segment, creating communication and sales channels to satisfy Comercial Tapia customers. In short, based on the results obtained, it was possible to verify that Comercial Tapia requires 175 daily commercial transactions on average to reach the break-even point. Finally, it was possible to conclude that the cost of implementing the proposed improvement plan is profitable because a positive net present value was obtained. In the same way, the internal rate of return (33%) was higher than the discount rate (8%), therefore, it can also be concluded that the proposed project is profitable.